BEIJING, Oct. 22, 2014 /PRNewswire/ — Dangdang.com, China’s leading e-commerce brand, announced its brand upgrade on October 20, 2014. Its domain name remained the same. Meanwhile, the new logo was designed as two small red "bells". In addition, its new slogan "Dare to do, Dare to take" has replaced its original slogan "Enjoy Online Shopping at Dangdang", which had been used for the past fifteen years.
The brand director of Dangdang said that this brand upgrade aimed to meet the following three demands:
Image upgrade: 2014 is a turning point in Dangdang’s development as its non-book business takes up more than 60% of the total revenue. It has transformed into a comprehensive online shopping giant, so a new image is needed to interpret its brand.
Meeting customers’ demands: with the development of the e-commerce industry, the demands of consumers are become increasingly oriented towards fashion, diversity and personal taste. In order to meet their demands, Dangdang has to adopt a new logo.
The opportune time: November 9, 2014 marks the 15th anniversary of Dangdang. It also coincides with the shopping holiday as November 11 (11/11 symbolizes is "Single’s Day" in China) approaches. Therefore, this is the most opportune time for Dangdang to change.
Its new slogan "Dare to do, Dare to take" demonstrates that Dangdang will continue to abide by the following principles: honesty, no fakes, no false promotion and no misleading advertising. Meanwhile, from the perspective of the consumers, this new slogan shows that Dangdang has adopted a new attitude: be responsible and be trustworthy.
Nowadays, Generation Z has become the dominate consumer group in China’s consumer market. The new brand upgrade and the new slogan will enable Dangdang to attract more young consumers and maintain a close relationship with them.
"Dangdang’s business is thriving and has achieved many breakthroughs. "This year marks the 15th anniversary of Dangdang. We need to reinvent the Dangdang brand so as to change the original image of just selling books online and inject fresh vitality into our business," wrote Li Guoqing, the CEO of Dangdang in a letter to his staff.